Smarter technology

Passenger needs are changing and so are we

To remain relevant to our customers and to stay in tune with changing expectations of the transport sector, we are seeking new ways to use our skills, knowledge and assets to grow and set us apart from the competition.

Our project team is currently exploring a range of solutions to make public transport a clear and simple choice for end-to-end journeys.

One such solution is Mobility as a Service (Maas), the integration of various forms of transport services into a single mobility service which is accessible on demand. This is enabled by combining transportation services from public and private transportation providers through a unified gateway that creates and manages the trip, which users can pay for with a single account.

With the continued growth of global eCommerce and increasing demand for product personalisation, there is an opportunity to leverage our assets through innovation. We have been exploring if Go-Ahead facilities such as spare capacity in depots, on buses and supporting services can be made to work for logistics partners and conducted a pilot at our Crawley depot during the year.

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In 2018, Go-Ahead launched the Billion Journey Project, an accelerator lab programme.

It is the largest of its kind in the UK. The programme was developed with the ambition of helping start-ups and scale-ups implement their products across the rail and bus industry. During two cohorts, 20 companies were offered technical assistance and mentorship from our team of transport experts. 10 companies who were looking to change and shape the future of transport by focusing on improving passenger experience were offered contracts.

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In 2018, Go-Ahead launched the UK’s largest demand responsive bus service.

PickMeUp allows passengers to summon a luxury minibus collection within minutes at a virtual bus stop nearby using a mobile app.

The PickMeUp service, which is being piloted by the Oxford Bus Company, aims to meet the changing needs of people in the city and to reduce congestion.

PickMeUp celebrated its first anniversary in June 2019 having exceeded expectations with over 140,000 rides.

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Hammock was created in 2017, to deliver consultancy, retail and digital solutions for public transport.

It seeks to leverage Go-Ahead’s expertise in delivering innovative retailing and digital solutions, making travel easier for customers and local authorities.

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Go-Ahead’s rail app ‘On Track’ is considered one of the best rail-journey-planning apps in the UK.

It provides customers with the ability to look up train times, buy rail tickets and find out to the minute how rail services are running.

Built in collaboration with rail passengers, ‘On Track’ provides rail passengers with all that is needed to plan a journey: identifying nearest stations, buying train and car park tickets and real-time train-running information. It also gives one-touch email or phone contact to customer services and allows passengers to claim compensation if their journey is delayed.

On Track – Thameslink

On Track – Southeastern

Go-Ahead continues to invest in smarter ways to improve the service we offer customers and to make it as easy as possible for them to travel.

We operate the largest smartcard scheme outside London’s Oyster and were one of the first in the sector to introduce mobile ticketing (m-ticketing).

Through smartcards and m-ticketing we have a greater understanding of our customers’ behaviour and preferences and we are able to communicate with many of them in a more personalised way.

Our online customer database can be used for effective, targeted marketing campaigns across our bus and rail businesses and now has almost four million registered customers.

The data gathered through this channel enables us to gain a fuller understanding of passengers’ travel habits and purchase preferences. This means we can provide them with relevant information and products to suit their needs.

 

Sustainable development goals

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